Marketing Pollution-proof Products - China - August 2015


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Mintel

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In February 2015, Under the Dome, a documentary that investigated air pollution in China, became a smash hit in China. It attracted hundreds of millions of viewers in a very short time after it went live online. The popularity of the documentary could be regarded as a demonstration of the high awareness and concern about pollution among Chinese consumers.

Chinese consumers are more willing to take measures to protect themselves against pollution. This suggests great potential for pollution-proof products, especially purifiers and personal care products with anti-pollution benefits.

However, the markets of pollution-proof products are still in the early stages and manufacturers and marketers should take more efforts in promoting their products, such as demonstrating the usefulness of the products, providing more guidance in choosing products, and proving their products as value-for-money solutions.

Introduction

Definition
Figure 1: Definition of low/middle/high income groups, by city tier
Methodology
Abbreviations

Executive Summary

The consumer
Water pollution raises the biggest concerns and exceeds worries about PM2.5
Figure 2: Concerns about different types of pollution, May 2015
People count on a stronger body to fight against pollution
Figure 3: Measures taken to avoid effects of pollution on health, May 2015
Purifiers and food therapy are considered most effective in terms of pollution-proofing
Figure 4: Perceptions of usefulness about pollution-proof products, May 2015
Skincare/haircare products with anti-pollution claims are still quite niche
Figure 5: Interest in buying pollution-proof products, May 2015
Product performance is the top consideration
Figure 6: Consideration factors when choosing pollution-proof products, May 2015
There is potential for more specified pollution-proof products
Figure 7: Attitudes towards pollution-proof products, May 2015
Meet the Mintropolitans
Key issues
Who are the priorities when marketing pollution-proof products?
Consumers seek value for money rather than brand and imported status when buying purifiers
Personal care products with anti-pollution claims need to demonstrate their effects in pollution proof
Portable pollution-proof products can be a white space
What we think

Issues and Insights

Who are the priorities when marketing pollution-proof products?
The facts
The implications
Consumers seek for value for money rather than brand and imported status when buying purifiers
The facts
The implications
Personal care products with anti-pollution claims need to demonstrate their effects in pollution proof
The facts
The implications
Figure 8: New personal care products with anti-pollution claims, by category, China, 2010-15
Figure 9: Examples of haircare products with anti-pollution claims from L'Oréal and Schwarzkopf
Figure 10: Examples of skincare products with anti-pollution claims from La Mer, Shiseido and YSL
Portable pollution-proof products can be a white space
The facts
The implications
Figure 11: City Defense Toxin Shield Pollution & UV Advanced Protection SPF 50 PA++++, UK, July 2015

The Consumer – Concerns about Different Types of Pollution

Key points
Water pollution raises the biggest concern, exceeding PM2.5
Figure 12: Concerns about different types of pollution, May 2015
Consumers’ high concern about vehicle exhaust and methanal suggests opportunities for vehicle-mounted air purifiers
Males show more concerns about water pollution, PM2.5, soil pollution and dust than women
Figure 13: Concerns about water pollution and PM2.5, “Very concerned”, by gender, May 2015
People in the North are most concerned about air pollution
Figure 14: Concerns about different types of pollution, “Very concerned”, by region, May 2015

The Consumer – Measures Taken to Avoid Effects of Pollution on Health

Key points
People count on a stronger physique to fight against pollution
Figure 15: Measures taken to avoid effects of pollution on health, May 2015
Build a ‘natural’ image when marketing pollution-proof products
Figure 16: Measures taken to avoid effects of pollution on health, “Placing green plants around me”, May 2015
People welcome portable pollution-proof products outdoors
Figure 17: Measures taken to avoid effects of pollution on health, By the degrees of concern about PM2.5, May 2015
Marketing pollution-proof products in AQI apps
Figure 18: Gaps of measures taken to avoid effects of pollution on health, by degrees of concern about PM2.5, May 2015
Concerns about heavy metal, electromagnetic and soil pollution would drive willingness of eating organic food
Figure 19: Gaps of measures taken to avoid effects of pollution on health, by degrees of concern about pollution, May 2015

The Consumer – Perceptions of Usefulness of Pollution-proof Products

Key points
Purifiers and food therapy are considered as the most effective
Figure 20: Perceptions of usefulness about pollution-proof products, May 2015
Low trust in personal care products with anti-pollution claims
Figure 21: Percentage of functional claims used in skincare products with anti-pollution claims vs without anti-pollution claims, China, 2010-15
Consumers’ perceptions change by age
Figure 22: Perceptions of usefulness of pollution-proof products, “Very useful”, May 2015

The Consumer – Interest in Buying Pollution-proof Products

Key points
More interest in than actual purchase of skincare/haircare products with anti-pollution claims
Figure 23: Interest in buying pollution-proof products, May 2015
Opportunities lie in pollution testing devices
Figure 24: Interest in buying pollution-proof products, “Have not bought this, but interested in buying”, May 2015
Use free trial to promote sonic facial brushes
Figure 25: Perception of usefulness about sonic facial brushes, by interest in buying this product, May 2015

The Consumer – Consideration Factors when Choosing Pollution-proof Products

Key points
Product performance carries more weight than price and brand
Figure 26: Consideration factors when choosing pollution-proof products, May 2015
Women care more about good value for money products and friends’ recommendation
Figure 27: Consideration factors when choosing pollution-proof products, by gender, May 2015
Brand is more important to people in tier one cities
Figure 28: Selected consideration factors when choosing pollution-proof products, May 2015
Different strategies to be taken when marketing different pollution-proof products
Figure 29: Top three consideration factors when choosing pollution-proof products, by Interest in buying water and air purifiers, May 2015
Figure 30: Top three consideration factors when choosing pollution-proof products, by Interest in buying personal care products with anti-pollution claims, May 2015

The Consumer – Attitudes towards Pollution-proof Products

Key points
Consumers call for more guidance from pollution-proof product providers
Figure 31: Selected attitudes towards pollution-proof products, May 2015
Marketing to the vulnerables
Figure 32: Selected attitudes towards pollution-proof products, May 2015
Few think international brands offer a higher quality than local brands
Consumers are now taking regular protection measures
Figure 33: Selected attitudes towards pollution-proof products, May 2015

The Consumer – Meet the Mintropolitans

Key points
Why Mintropolitans?
Who are they?
Figure 34: Demographic profile of Mintropolitans vs Non-Mintropolitans, by gender, age and personal income
Figure 35: Demographic profile of Mintropolitans vs Non-Mintropolitans, by marital status, city tier and education level
Mintropolitans care more about pollution and are more likely to take action
Figure 36: Concerns about different types of pollution, ”Very concerned”, by consumer classification, May 2015
Figure 37: Measures taken to avoid effects of pollution on health, by consumer classification, May 2015
Mintropolitans value famous brands
Figure 38: Consideration factors when choosing pollution-proof products, by consumer classification, May 2015
Mintropolitans are willing to pay, but they have higher requirements on the product effects of skincare and haircare products with anti-pollution claims
Figure 39: Selected attitudes towards pollution-proof products, by consumer classification, May 2015
Figure 40: Perceptions of usefulness about skincare and haircare products with anti-pollution claims, by consumer classification, May 2015
Figure 41: Interest in buying skincare and haircare products with anti-pollution claims, by consumer classification, May 2015